Summary
Overview
Guy Raz hosts the Advice Line on How I Built This Lab, joined by Michelle Whaler, co-founder and former CEO of Beyond Yoga. Michelle shares insights from building her yoga apparel company over 20+ years before selling to Levi's for $400 million in 2021. Three entrepreneurs call in seeking advice: Carrie Angoff with Elective Study Abroad (adult education travel experiences), Grace Reth with Grace Ann Upholstery (custom furniture reupholstery), and Angel Raymer with Sacred Paws Soap Company (self-care soap kits with crystals). Michelle and Guy provide strategic guidance on converting interested customers, rebuilding burned relationships, and selling emotion through digital channels.
Michelle Whaler's Journey and Philosophy on Startup Advice
Michelle Whaler reflects on her experience building Beyond Yoga and her current work as an investor and mentor through her platform Quince Hill. She challenges conventional startup wisdom, particularly around fundraising, emphasizing that entrepreneurs don't need to raise money or plan exits from day one. Michelle advocates for building sustainable businesses on your own terms, focusing on what motivates you rather than chasing mammoth exits. She shares how she now spends her time teaching at USC, mentoring founders, and connecting entrepreneurs with the resources they need.
- Michelle teaches a course on creating culture at USC and operates Quince Hill as an investment and mentorship platform
- She spends most of her time talking to founders and giving advice, which fills her cup
- Michelle enjoys being a 'matchmaker' connecting entrepreneurs with the right resources and people
- She emphasizes you don't need to raise money or have an exit plan from the beginning
- Building a smaller, sustainable business that gives you freedom is a valid path
" I don't think you need to raise money. And I feel like everybody tells you that you have to. I think you need to know what motivates you and what you want your business to be. "
" You don't have to be the next anthropic and you probably won't be. But there's nothing wrong with building a smaller, sustainable business that gives you the freedom to live your life and support yourself. "
Elective Study Abroad: Converting Enthusiasm into Bookings
Carrie Angoff presents her business Elective Study Abroad, which offers week-long seminar-style courses for adults in destinations worldwide, combining education with travel experiences. Despite strong interest, high click-through rates, and enthusiastic inquiries, Carrie struggles to convert potential customers into actual enrollments at the $6,200 price point. Michelle and Guy provide strategic advice on showcasing the experience over academics, implementing qualification filters, addressing social anxiety about group travel, and leveraging testimonials to build trust.
- Elective runs week-long courses for adults focusing on topics like architecture in Spain or world religions in Istanbul, with groups capped at 10 people
- By end of 2026, Carrie will have run five courses with 26 total students
- Strong interest exists but conversion from enthusiasm to enrollment remains challenging
- Michelle suggests using destination imagery like the Eiffel Tower to sell the experience, not just the education
- Implementing qualifying questions before booking calls could filter out tire-kickers
- Guy recommends highlighting testimonials from nervous first-time participants who loved the experience
- Sending sample syllabi and reading lists can deepen engagement with interested prospects
- Partnering with senior living communities or high-end travel agencies could provide group bookings
" You are selling an experience. You're not selling the class. You're selling an experience. "
" Maybe you need to have like a couple filtered questions before they get to that call. Like, are you ready to go on a seven-day immersive experience? Are you willing to invest $6,000 in a once-in-a-lifetime opportunity for yourself? "
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